Steps for website re-design that every marketer should know
Why should marketers consider website re-design for their company’s website if there’s nothing wrong with the old design? Why should they change anything if they already have an established customer base?
Let’s talk about the elephant in the room first: most of today’s marketers know nothing about website re-design. Sure, they understand that it’s about making a site look “prettier”, but they’re not that familiar with the technical aspect. To them, the whole process is time-consuming, the terminology is complicated, and the price required for a complete “makeover” is too high. So why bother to do anything to your brand when your customers are already used to the way your website looks right now, at this very moment?
We’re all afraid of change because change is unpredictable. So many businesses today prefer to remain in their comfort zones. But then again, you know what they say about comfort zones; they’re all beautiful places, but nothing ever grows there. Online marketing is all about innovative ideas, original pitches and mastermind ads that can sell anything. However, for your website to have an impact, it must appeal to your customer base. It must draw attention and make visitors and customers go “wow” the moment they landed our site; and somehow the best way to draw people’s attention is to change something up. Re-designing your website can be a great start. It’s not as scary as it looks, especially when you’re dealing with a team of professionals.
What is website re-design and why is it so important for marketers?
Website redesign is a broad term that refers to a category of things. Before choosing to revamp your company’s website you need to determine whether or not it is necessary to redesign, and if a redesign can improve your business goals and profit margins. Common areas associated with a website “makeover” include:
- General design — changing the website’s appearance to match with new business goals
- Content creation/optimisation — improving existing content and making it better, more qualitative
- Website analytics– assessing & improving traffic, leads, ranking, visitors, and SEO (search engine optimisation)
- Strategy — Developing new strategies to overcome the competition
- Choosing a CMS (content management system), that’s best for the needs of your website (WordPress is an open-source, whereas ExpressionEngine is proprietary)
All these are essential aspects marketers should know about before making the decision to redesign their website. Note that before getting started; you need to have a business purpose for your brand new site. For instance, if your goal is to boost sales and attract new customers, there’s really no use to focus solely on “beautifying” the website. In this case, you need a web designer that can help you boost leads and traffic.
Why should marketers re-design their current website?
Companies today don’t just need a website; they need an easily navigable, well-designed, properly optimised, and engaging website that lives up to the expectations of their business mantra and customer base. Marketers already know that first impressions matter the most in the online environment, and nobody cares about outdated sites that are not mobile-friendly, have a slow loading time, and look unappealing. We must emphasise the importance of website redesign. It’s all about rebranding and changing everything from graphic design to online strategy to help you reach your desired marketing goals.
Marketers, do you have a superb, pixel-perfect, functional website? Great! But somehow you’re still not getting the results you so desperately want. Just remember that your website was meant to build a customer base. This means that your data must show you that you’re close to reaching that target. If you’re not happy with the way things are going right now, you need to redesign.
Steps for a website re-design
- Review your old website and decide what you love and what you hate. Make a list helps you stay organized, and start eliminating the things you hate. Consult with your web designer and together come up with new ideas for the layout.
- Assess your competition — It’s quite easy to determine your primary competitors and see how they’re doing online. But don’t steal their design ideas and stay focused on your goals. For information on ranking, access alexa.com. This will help you compare traffic and check their position on top search engines.
- Have a target audience — this is a critical step. For your website to grow it must be centred on a specific target audience. For example, if your company is selling baby products, there’s no point having 50-year olds accessing your site. They’re not going to buy baby diapers!
- Try out new functionalities — it’s so easy for designers to focus all their attention on general design and completely forget about functionality. You need an expert to help you build a user-friendly website that is easy to update and navigate.
- Keep an eye on analytics — even though most marketers don’t have in-depth experience about web design, already know what Google Analytics is. The Google Webmaster Tools are excellent at helping you find broken links and errors, not to mention that an experienced designer has all kinds of strategies to help improve traffic.
- “Content is king” — for a website to attract both new and reoccurring customers, it must have 100% original, valuable and exciting content.
- Learn about prototyping — regardless of your experience in website design, it is important to pay more attention to prototyping. Today’s prototyping tools are easier to use than ever before.It helps marketers save time and money, get feedback a lot faster, and build better products.
How can a website re-design improve your marketing strategy & business mantra?
Re-designing your company’s website can be a great way of improving your current marketing strategy. Whether you’re aiming to boost the quality of your content, change search engine algorithms or revamp your logo and general design, there’s no doubt that a “facelift” will have a great impact on your customer base.
A complete makeover helps you keep up with your competitors. However, it is fundamental to come up with new and original ideas. Update third-party tools, make your website more responsive and user-friendly, improve SEO and incorporate a more innovative content strategy.
Flow and functionality are two aspects that matter the most for a company website that needs a sales boost. A re-design builds trust. Your current clients will appreciate a new structure and easier to navigate interface. Marketers are also advised to stay updated with the newest trends. A well-crafted website that looks good from top to bottom should match with your business mantra. Keep things neat and clean for visitors and customers to access it with ease.
The bottom line is every marketer should know that having a properly designed and optimised website is key to business success. The ultimate goal is to turn leads into customers, thus, increase your return on investment (ROI). Redesigning a website is not an easy job, and you may have to turn to the services of an experienced company to help you understand with design principles you’re unfamiliar with.
With several years of experience in website design, IT Enterprise can help revamp your current website to make it match with your business goals. A skilled team will listen to your ideas and then provide you with the best approach for the re-designing process. When it comes to website makeovers, it’s always best to let experts take care of the technicalities. All you need to do is keep it updated. Never forget, content is king in marketing!
Originally published at www.itenterprise.co.uk on May 17, 2016.